The article discusses the qualitative research paradigm as an alternative to experimental research in fields like management and education. Qualitative research aims to gain deeper understanding and insight rather than just surface-level information. It is commonly used by distance education students, with over 80% of distance education research studies utilizing qualitative methods. The key characteristics of qualitative research are outlined, highlighting its popularity among students in open learning environments. This type of research is valuable for probing for deeper insights and understanding in various disciplines.